It’s much more interesting for consumers to learn about products from content than from traditional ads, which is a reason why content marketing is so popular.
However, if you want your content to fulfill its purpose, you should also distribute it effectively. More than 3.9 billion people use email on a regular basis. Many of them prefer it as the main channel for communication with brands. As a result, email marketing and content marketing can deliver amazing results when combined properly.
A well-designed email strategy can serve as the basis of a successful content marketing strategy. Email can be a reliable structure that supports your content efforts, and good content can help you attract more subscribers. The importance of email content can be perfectly illustrated by the statistics. As much as 93% of B2B marketers distribute content through email. 74% of marketers who use email consider it the most effective channel for content distribution.
At the same time, it’s important to keep in mind that both email and content marketing requires you to constantly improve your strategy. Your target audience’s informational needs constantly change and evolve and so do their consumption preferences as well as their overall media trends. People change jobs, buy new devices, discover new hobbies. If you fail to adapt your content to their needs, you will lose engagement. In terms of email marketing, if your email content loses its relevance, you will have more people unsubscribing, and your opening rates will decline.
In this article, we will consider some proven tips that will help you combine email and content marketing properly. But first, let’s consider these terms in more detail. Let's look at how these two types of marketing can benefit from each other.
Email & Content Marketing
Email marketing is aimed to promote your products or services, but it’s not always based on a clear commercial message. Some emails are based on a strong call to action and are product-focused, while others are informative newsletters. When people subscribe to your emails, they expect to receive some valuable content. You should make sure that your newsletters meet your subscribers’ interests and needs. If you manage to tailor your emails to the preferences of your audience, you’ll be able to build strong relationships with them and encourage loyalty.
Content marketing is another form of marketing that can involve different methods of distribution and publishing. The ultimate goal of content marketing is to build brand loyalty by establishing trust and providing the target audience with valuable content. This approach is different from direct sales. It aims to build relationships between potential customers, and these relationships will eventually lead to sales. Given that people see marketing messages everywhere, all the time, authentic and valuable content becomes the best opportunity for brands to get noticed.
As you can see, both of these marketing approaches have something in common: they focus on relationships and encouraging loyalty. Therefore, if you combine these two approaches, they can exist in harmony. Email marketing and content marketing can benefit each other in different ways. For example, your newsletter can help you increase traffic to your website or blog. When you have high-quality blog content, you can share it with your audience via email. This way, you will be able to increase the value of your newsletter and get more traffic to your blog at the same time.
“A well-crafted newsletter can educate your audience and keep it engaged. The main thing is to choose the right frequency and to inform your subscribers about how often they will receive newsletters from you,” notes Julie Burks, a digital marketer at an essay writing service review website Writing Judge. No matter whether you deliver your newsletters on a monthly, weekly, or bi-weekly basis. We recommend that you stick to the schedule because this way, you’ll minimize unsubscriptions and prevent your emails from being marked as spam.
You can also promote your content much more effectively if you include social media sharing buttons in your emails. This way you will enable your subscribers to share your content with their friends and followers on social media. This will result in increasing brand awareness, and boosting your credibility. People who are unfamiliar with your brand will be more likely to trust you and to become subscribers. Now let’s take a look at some tips that will help you use content marketing and emails more effectively.
Top 5 tips for Email and Content Marketing
- Determine your goals
First, you should determine the goals of your content marketing campaign. Besides, you should clearly understand the goals of each particular piece of content that you produce and include in your emails. For example, the most common goals of content marketing are to educate the audience, to establish authority in the niche, generate leads, and to drive traffic to the website.
While each piece of your content might serve one of these goals, the entire content strategy may have several goals or do all the things above. When you know your goals, you can measure your success by using web analytics. The number of your new subscribers, leads, or social media followers will help you evaluate your progress objectively.
- Understand your audience
To make your content work, you should clearly understand not only your objectives but also your audience. What are their interests, problems, challenges, and pain points. We’ve already mentioned that the success of content marketing depends on a brand’s ability to address the needs of its target audience and to actually provide value. You won’t be able to create perfectly relevant content if you don’t know the needs and preferences of your audience.
First, we recommend that you think of your ideal customer persona and the reasons why these people are looking for products or services that you sell. Secondly, if you want to better understand your audience, you can always ask them directly. For example, when people subscribe to your emails, you can send quizzes. Ask them about what types of content they are interested in and what types of emails they would like to receive. Of course, such quizzes shouldn’t take much time to complete. You can also encourage people to complete your quiz by offering them a discount or a gift.
- Provide actionable content
Given that one of your main goals should be to provide value, you must make sure that your content doesn’t focus on selling. People need your product or service for some reason. They want to solve a problem or to do something. Therefore, the best way to make your content valuable is to make it actionable.
Provide tutorials, lifehacks, and step-by-step instructions related to your niche. Share the best practices and tell your subscribers how they can avoid common pitfalls. How-tos can help you boost the credibility of your brand dramatically. They will help you establish yourself as an authoritative figure in your industry. Obviously, such an approach will also increase loyalty. Your brand will provide additional value and your audience will stay engaged.
- Include CTAs
No matter what the purpose of your content is, chances are that you want your subscribers to take a certain action. For example, you may want them to visit your website or blog, to opt for a trial period, or to purchase your product. Therefore, your emails should include a visible call to action. You don’t want your subscribers to simply read your newsletter and close it.
For instance, if you share some tips that might help your subscribers, you can add links to specific products that will help them achieve better results. You can also add links to other educational content so that they can learn more about the topic. Of course, there’s no need to include too many links. You don’t want your CTAs to distract readers from the content.
You may include one link to something specific related to the topic of your newsletter along with another link that will lead readers to your landing page, blog, or an FAQ section on your website. There are countless options available. Don’t be afraid to experiment and look for an approach that will correspond to your specific needs.
- Be consistent
For many brands, this is the hardest thing to do. However, consistency is extremely important when it comes to email marketing. We recommend that you put some effort into ensuring the consistency of your messaging. First, you should stick with a consistent tone and develop a distinctive brand voice. Secondly, you should send your emails and post new content to your blog regularly.
Posting high-quality content to different channels on a regular basis can be difficult and time-consuming, but it will validate your brand to your target audience. This way, you can give them a reason to come back to your blog or to open your next email. If your content is good enough, your subscribers will wait for the next email and its marketing effectiveness will grow significantly.
Content marketing is very effective for a good reason: people want to get relevant, high-quality content tailored to their interests and needs. Good content is much more effective than traditional ads that don’t provide any value. Just like email marketing, content marketing is aimed to build relationships with a target audience. A combination of content and email marketing can help you achieve better results. We hope that our simple tips will help you improve your marketing efforts and make your email newsletters more valuable for your subscribers, and therefore more effective.